Lodging Hospitality Management launches a new 'two-click' micro-visual website, and increases direct booking and revenue. LHM operates 17 hotels in the St. Louis area. Along with its Hilton, Sheraton, IHG, and Choice flags, it operates two luxury indies, The Cheshire and The Seven Gables Inn.
"We have these unique boutique properties in St. Louis, so we filled their websites with colorful stories about the hotels. We thought guests would be interested and engage with us; but that was not the case," said Todd Hotaling, LHM’s corporate director of revenue management. "We evaluated the metrics last year and found we were not getting the eyeballs."
The new sites for those hotels leverage Northwind's Maestro ResWave web booking system to drive guest engagement and reservations, rather than just display interesting content. LHM also benefits from not having to pay OTA fees thanks to direct web booking. Mobile capability and social media booking engagement also play a large part in LHM’s new online strategy.
"Guests do business via mobile today. ResWave is mobile optimized, and this drives bookings by making it easy to search and reserve from a smartphone. We also have direct web booking capability on our social media sites," said Hotaling. "Facebook and Twitter are the two most important social media channels for our hotels. Maestro helped us build integrated booking links into our social media pages. We regularly engage in conversations about our properties, and visitors can use ResWave's 'book-it' button without leaving the site."